Proposed Economic Development Plan for Review -1-
"100 Day" Economic Development Plan
Proposed Economic Development Plan for Review -2-
Table of Contents
Introduction 3
Background 3
Strategic Vision 4
Updating the Plan 7
Publicizing the Plan 7
Current Economic Conditions 8
Florida's Economy 8
Volusia County's Economy 11
New Smyrna Beach's Economy 12
Demographics 14
Education 14
Economic Base 15
SWOTT Analysis 16
Strengths 17
Weaknesses 19
Opportunities 21
Threats 21
Trends 22
Economic Development Plan Mission 23
Goals 23
1. Image & Organizational Culture 25
2. Organizational Development 29
3. Processes and permitting 32
4. Tourism 36
5. Cluster Analysis 40
6. Business Retention & Expansion 46
7. Business Recruitment 49
8. Arts, Culture & Natural Resources 53
9. Annexation 57
10. Aviation 59
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Introduction
Background trends (SWOTT Analysis), an economic
The City of New Smyrna Beach assessment, cluster analysis, a review of
Economic Development Plan is the economic development organizations
result of an intense research and and programs, and benchmarking to
planning process, which included the similar cities.
involvement of many stakeholders, and A few key existing and developing
an extensive economic overview and plans provided guidance to certain
analysis of the state, county and city. sections of this plan. These are
In November of 2009, a private effort mentioned in the report, and include
was initiated to facilitate the economic Strategic Economic Development for the
development strategic planning effort. City of Deltona, 2007-2012 Strategic
To begin the study, an in-depth review Plan for Economic Development
of economic programs, resources, prior "Roadmap to Florida's Future",
and current studies that exist have been Sustainable Governance, Volusia County
reviewed. Meetings were held with city Economic Development Plan, Florida &
and county officials, key economic Metro Forecast 2009-2013, Hunter
development and businesses leaders, and Interest's Inc report for Bert Fish and
other community stakeholders. references to the upcoming Glatting
The team conducted research Jackson Study. These processes, studies,
including examination of strength’s, and plans offer an important foundation
weaknesses, opportunities, threats and off of which to build effective and
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comprehensive economic development identify specific actions and programs to
strategies. enable the City to achieve their vision.
Throughout November 2009, In December 2009, the City Commission
December 2009 and January 2010, adopted the following vision:
ongoing meetings with various focus "We will build an attractive City that
groups were organized to learn the needs offers exceptional opportunities for her
of the business community and to gain citizens and lifestyles that embrace an
feedback. Comments and continued enhanced quality of life.
research were integrated to develop and Our walking friendly City with her
draft this Economic Development Plan. beautiful waterways will engender
Members of the City Commission will diverse recreational and economic
receive and review the draft plan in opportunities for people of all ages.
March of 2010. Job opportunities will abound
throughout our industrial centers and
Strategic Vision downtown areas. Beautifully
A sustainable strategic vision landscaped corridors with attractive
represents the basic values of an signage will refine our City with a well-
organization. "The vision specifies what maintained road system and a
an organization stands for, where it plans transportation network, including train
to go, and how it plans to get there" and air transportation.
(Bearden, Ingram & Laforge, 2001). Our City will boast of sustainable
The intent of this Sustainable Economic business corridors and office parks.
Development Strategic Plan is to We will possess a hospital district and
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be a hub for educational enhancement orientated and ecologically
through our schools and colleges. conservative. It maximizes current
Through our diligence our City will assets, and creates/maintains well-
grow and be a place in which people paying careers capable of providing for
want to live. Our partnerships with its residents’ futures. It's government is
educational institutions, governmental efficient, responsible and responsive to
entities, community and cultural groups its citizenry, engages in partnerships
will further be a testament to being with private enterprise and
responsive to citizens’ needs and pro- governmental entities, and provides for
active in making our vision a reality" the continued prosperity for its
(City Commission Vision, 2009). community.
A business orientated planning task And finally, a private citizen shared
force created their vision for the city, his vision for the city. This vision
which embodies similarities to that of embodies components and similarities to
the city commission, which is as that of the city commission's vision and
follows: of the planning task force.
New Smyrna Beach is a small town "New Smyrna Beach will be a thriving,
with a dynamic, vibrant, and charming friendly, and hospitable town to both its
culture that maintains small town residents and visitors. Its city
values but has the conveniences of a government will set the example for
larger city. It is one that embraces its cost effectiveness and priority response
historical culture while being future to the needs of all of its citizens. This,
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while at the same time recognizing its districts, develop our intercoastal
heritage and history, capitalizing on its waterway, and position the city as a
natural resources and seaside location, great place to live, work, and prosper.
maintaining fiscal control, and The Strategic Plan is organized by
maximizing its return on investment on key economic development goals. Each
infrastructure and development goal is supported with objectives and
(Palmer Wilson, 2010)." strategies. Each goal also includes
defined performance measures and
To reach the vision for our city, the benchmarks, along with the key agency
economic development plan would build or agencies to oversee implementation.
upon the City’s economic assets, take The goals presented in this plan are
advantage of the opportunities, while directives, and presented to The City
working to strengthen the weaknesses Commission for review.
and minimize threats, while constantly The plan sets forth 10 economic
scanning the environment for trends. development goals with supporting
Ideally, the city should increase objectives and strategies for the City.
employment and educational The Performance Measures Schedule (by
opportunities, facilitate the growth and Completion Date) presents a timeline for
expansion of light industry, business, each goal as an accountability function
commercial corridor, hospital district, for the City. The most important and
improve the quality of life of all necessary action to achieve the presented
residents, expand the tax base, further goals is the immediate review of this
promote and develop the business plan by the city commission. The next
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priority is Organizational Development. Publicizing the Plan
An Economic Development Advisory The success of the strategic plan
Board must be established to effectively relies on the participation of City
oversee immediate implementation of agencies, municipal leaders, business
this Plan. The yet to be established leaders, community representatives, and
Economic Development Department is all of the city's residents. The strategic
referred to in this plan as a key plan can be a unifying force in the city,
implementing and coordinating agency. one that brings unity at all levels to
forward a shared vision for sustainable
Updating the Plan economic growth. To do so, the plan
The Economic Development Plan is a must reach a wide audience, requiring
living document. The plan often the City and supporting agencies to
discusses the Glatting Jackson study, publicize the plan once approved on
projects, programs, or actions that will their web site.
be developed in the future. These 10 The following pages begin with a
goals serve as the framework for the city current state of economic conditions in
to build upon. Also, as economic and the state, county and within the city,
social conditions evolve in the City, so followed by an outline of the goals,
must the plan. The City and the objectives, and strategies. These are
Economic Development Advisory Board further explained and are accompanied
will establish a schedule for reviewing by performance measures in the body of
and updating the plan on a regular basis. the document.
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Current Economic Conditions
Florida's Economy
The following information about Florida's economy is based in part on the report that
was adopted by the Legislative Budget Commission on September 15, 2009 and the
Florida & Metro Forecast published by the Institute for Economic Competitiveness,
University of Central Florida.
Florida has been one of the fastest growing states since the industrial revolution.
However, the decline in new home construction and the real estate market correction has
caused the state to endure a decline in 2009 with a negative outlook for 2010. Florida is
not the only state to experience a deceleration in economic growth, yet it was one of the
hardest hit.
Florida's Gross Domestic Product (GDP) is a sum of all the goods and services
produced or exchanged within the state. This is one of the key economic measures for
the comparison of states. In 2005, Florida ranked 2nd in the nation and in 2006, Florida
kept pace to the national growth level. After adjusting for inflation, Florida’s growth in
GDP ranked 48th in the nation in 2008. Losses in the construction sector account for a
significant portion of the decline.
Personal income growth, as it relates to changes in salaries and wages over the past
year, has been declining. This is a key factor in determining the health of a state. Other
key measures are job growth and the unemployment rate. While Florida led the nation in
2005 in these key areas, the state is now worse than the national averages, with serious
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problems. Over the last year, the only sector to gain jobs among Florida’s major
industries was Health Services.
The drastic changes in employment measures are related to the housing market and the
tightening of the credit market. The increase of unsold houses has all but halted
residential construction activity, indicated by the decrease in building permits. Existing
single-family home sales ended the fiscal year nearly 50% below 2005, while the home
prices continue a steep decline.
The housing market correction has brought increased unemployment in the
construction, mortgage and real-estate fields, as well as related businesses and industries
such as: appliances, carpeting, and other durable goods used to equip houses. Mortgage
delinquencies and foreclosures are now as common as high unemployment rates,
exceeding that of national levels. Employment figures have changed expectations to the
downside, and economic weakness will likely persist for a longer period of time.
According to the latest nationwide data, Florida is losing jobs at a greater pace than the
nation. The state’s job losses began with the construction downturn, however all sectors
have been affected. Unemployment is projected to increase into 2010 and then stabilize in
2011-12. Job restoration in the construction, manufacturing, information and government
sectors will lag behind the other areas.
Florida's unemployment rate is expected to reach almost 12% and remain above
10% through 2012. The high unemployment rate impacts the retail market as consumers
have less disposable income to spend. Unemployment is expected to recover in 2013, at
which time real disposable income "may" begin to grow. The word may is used, because
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of the uncertainty about future taxes on the federal and state level, and the amount of
income that would be needed to cover these costs.
Home prices increased faster than gains in income creating a market of "innovative"
financing arrangements. This made Florida extremely vulnerable to the housing market
bust and interest rate risks. In 2006, almost half of all mortgages in the state were
considered “innovative” (interest only and pay option ARM). Essentially, easy, cheap and
innovative credit arrangements enabled people to buy homes that previously would have
been denied. The surging demand for housing created an opportunity for builders and
developers to embark on construction projects, which are now left unfinished and
incomplete. While the national inventory of homes is close to 10 months, Florida's excess
supply of homes is approximately 400,000, (an inventory of 50,000 is good). Subtracting
the “normal” inventory and using the most recent sales experience, the state will need
significant time to work off the current excess – at least until mid 2011 and likely longer.
Foreclosures have compounded Florida’s unsold inventory of homes. Originally
related to mortgage resets and changes in financing terms that placed owners in default,
recent increases have been boosted by the continually growing number of unemployed.
The Florida economy is unlikely to turn around until new construction rebounds, which
won’t happen until the inventory is reduced, not expected in 2010 or 2011.
A construction rebound is unlikely until the latter half of 2011, perhaps never
returning to the boom of 2005-06. As the availability of financing for commercial real
estate tightens and loan losses mount, growth in private commercial construction is
projected to fall another again this year. Public construction activity dropped 16% in
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2009 and will continue to decline as tax revenues decline. Growth will return slowly over
the next three years.
Population growth has been the state’s primary engine of economic growth. However,
as previously mentioned, population growth has significantly slowed. The most recent
data from April 1, 2008 to April 1, 2009 indicates that the state’s population has actually
declined by approximately 58,000 residents. While some may have expected this decline,
it should represent a change in economic strategy for political leaders. Growth in
population was how local economies prospered with little planning or effort. As the
demand for new construction increased, so did the need for goods and services. This
economic activity generated sales tax, property tax and various types of revenue
associated with construction, such as permitting fees, impact fees and assessments.
The current recession has caused more people to leave the state in search of
employment and/or more affordable living conditions. In 2010, growth is expected to
reflect only the state’s natural increase, not migration from other states. Population
growth will rebound by 2012, but the economic generator for Florida must evolve to
include an investment in education and innovation.
According to Tim Center, Vice President of sustainability initiatives for the
Tallahassee based Collins Center for Public Policy, along with expert opinion, Florida's
population is expected to double by 2060.
Volusia County's Economy
Volusia County represents 16 cities including World Famous Daytona Beach with a
population of approximately 520,000 residents. Changes in population follow similar
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trends affecting the state and continue to be influenced by the net-migration of residents.
In 2007 the county became home to approximately 30,000 new residents, while in 2009,
population decreased by approximately 5000 residents.
Volusia County has relied heavily on population growth, housing starts, tourism and
some agriculture as the main economic drivers. The economic downturn has had a
negative impact on Volusia County's economic health, indicated by the housing bust,
population decline and a reduction in tourism, resulting in an unemployment rate of
12.5%, significantly more than the state and national average. Additionally, Volusia
County has one of the lowest average annual wage rates in the state.
The median price of a resold home in Volusia County plummeted from $219,000 in
2006 to $131,163 in 2009, with increases in home foreclosures, ranking Volusia County
among the highest in the state. These key economic indicators are further supported with
a decline in residential and commercial building permits.
New Smyrna Beach's Economy
New Smyrna Beach is a unique city located on the shores of the Atlantic Ocean in
central Florida. With a sub-tropical climate, abundant natural environmental assets and a
rich history, it has become a quiet haven for tourists, small business and families. Ocean,
inlet, river, lagoon, marshes, mangroves, Intracoastal Waterway and productive
agriculture lands/wetlands surrounding the town all contribute to its lush beauty.
Similar to the state and county economies, New Smyrna Beach has relied on
population growth, and the traditional business clusters as the engine for economic
growth, including tourism, marine and construction. The beach is lined with condos, and
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businesses relying upon the winter residents and seasonal tourists for economic vitality.
This has led to a hospitality community that is service orientated and reliant on a strong
economy, which is proving to be unsustainable.
The City of New Smyrna Beach has approximately 24,000 residents. However, the
population size changes based on seasonal trends. Located both on the mainland and a 13
mile-long island, the city is bisected by the Indian River/Intracoastal waterway. The
Canal Street Historic/Business District on the mainland riverfront is lined with art
galleries, antique stores, restaurants and shops. This area has many historic homes and
buildings of architectural interest. The downtown riverfront is home to the City Marina,
the Brannon Community Center and Riverfront Park.
Known for its commitment to the arts (named as one of the “America’s Top Small
Cities for the Arts), the city is home to the Atlantic Center for the Arts, Arts on Douglas,
The Harris House, The Artists Worshop and The Little Theater. Cultural arts, special
events and festivals play a significant role in tourism and the quality of life for our
residents.
Two causeways provide access to the island known as "beachside" and beach. The
North Causeway leads to Flagler Avenue, a popular visitor destination of restaurants,
boutique shops and nightlife with history as a tourist destination extending back into the
1800’s. The South Causeway, which is the main thoroughfare connecting the mainland
and beachside, brings residents and visitors to many dining, entertainment and shopping
opportunities as it crosses the waterway & estuary and turns south into Atlantic Avenue.
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Demographics
As stated, the population of New Smyrna Beach residents is approximately 24,000
with 39% over the age of 60. Of the year-around residents, approximately 92% are
White, 6.3% are African American, and the remaining are Hispanic and other ethnicities
(Source: 2000 Census). The average household income is higher in New Smyrna Beach
than the County as a whole, with $47,307 per annum compared to $43,875.
Education
New Smyrna Beach enjoys access to many high-performing educational institutions.
Local public schools serving the K-12 population (approximately 63,400 county-wide in
school year 2009-10) have all received a grade of “A” from the State of Florida based on
FCAT (Florida Comprehensive Academic Test) scores and other measurements. These
schools are Chisholm Elementary, Read-Pattillo Elementary, Coronado Elementary, New
Smyrna Beach Middle School and New Smyrna Beach High School. Some students in
the northwest portion of the city are zoned to Creekside Middle School and Spruce Creek
High School. These are also rated “A”, and Spruce Creek High School is known for its
outstanding International Baccalaureate Program. High-performing private and charter
schools are part of our local educational system.
The opportunity for individuals to attend public and private higher education
institutions within our community abound with the following choices: Daytona State
College, University of Central Florida, Bethune-Cookman University, Embry-Riddle
Aeronautical University, Stetson University, Keiser College, University of Phoenix and
Nova Southeastern University. In addition to these accredited colleges, Volusia County
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has technical schools as well, serving a broad range of student's educational interests,
such as aviation, security, hospitality, and cosmetology.
Economic Base
Tourism is the area’s single largest industry because of our beaches, river and access
to the inlet. The attraction to the beach will be a continual draw for guests from around
the world. New Smyrna Beach is a vacation destination for residents of west Volusia and
metro Orlando. Over the years, these vacationers eventually become residents and
constitute a large percentage of ownership of island condominiums and homes. Not only
does New Smyrna Beach cater to visitors from the around the state and nation, it is a
popular tourist destination for a large number international visitors.
New Smyrna Beach and the vicinity of South East Volusia is famous for water sports.
The 13 miles of beaches boast a habitat for surfing, swimming, sunbathing, boating and
fishing, the barrier island is separated from Daytona Beach by Ponce Inlet, which permits
boaters and fishermen access to the Atlantic Ocean from the Indian River/Intracoastal
Waterway. The southern part of our barrier island is home to the pristine Mosquito
Lagoon and 57,000 acre Canaveral National Seashores Park, said to be the Nation’s
longest stretch of remaining undeveloped seashore. Smyrna Dunes Park, at the northern
tip of the island, features a 1.5 mile boardwalk loop around the inlet through pristine
nature and coastal dunes.
A substantial number of popular attractions and theme parks are within driving
distance and include: Walt Disney World, Universal Studios, SeaWorld, Daytona
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International Speedway, St. Augustine, Kennedy Space Center as well as state and
Federal parks and preserves.
The hospitality industry plays a vital role in the local economy, and while tourism
remains the largest segment of our local economy, there are other sectors expanding that
hold promise for higher paying jobs and continued growth. Bert Fish Memorial Hospital
is the area’s largest private sector employer in the area and represents a growing medical
sector that will require a skilled workforce at all levels, including but not limited to,
global care centers, assisted living facilities, dialysis centers, cardio-vascular disciplines,
etc. Of critical importance will be maintaining our hospital in the face of other outside
pressures.
Other segments of our economy that have traditionally received little attention but
offer promise for a sustainable future for growth are aviation, marine manufacturing,
alternative environmental technologies and commercial opportunities (other than retail).
While not directly related to tourism, companies that relocate or expand typically do so
because they have been exposed to our seaside community.
It is important to note that greater than 50% of local employment is in the public
sector. This over reliance on government provided and tax-payer funded employment
(education, law enforcement, city/county/federal employees etc) underscores the need for
private sector support and expansion.
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Strengths, Weaknesses, Opportunities, Threats and Trends Relevant to Economic
Development
"The overall evaluation of a business's strengths, weaknesses, opportunities and
threats is considered a SWOT analysis. The SWOT analysis consists of an analysis of the
external and internal environment" (Kotler, 2002). More contemporary analysis of the
external environment includes trends in the marketplace that potentially have an impact
on the organization (SWOTT Analysis). The internal analysis looks at the strengths and
weaknesses of which the organization has control over. The external environment looks
at opportunities, threats and trends created by the "environment" to which the
organization has little control.
The external factors that an organization must monitor are macro-environmental
forces (demographic-economic, technological, political-legal and social-cultural) and
significant micro-environmental forces (customers-residents, competitors-other
municipalities, suppliers), which affect the organization's ability to be successful (Kotler,
Bowens & Mackens, 2008).
Strengths
Just as in an organization, a city’s strengths are the resources and capabilities that can
be used as a “competitive advantage,” and are internal. These are what give our city
superior value and benefits to residents, businesses and visitors.
 Natural resources, beach, intercoastal waterway, natural preserves and climate.
 Historic, charming, business district.
 Municipal airport.
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 Proximity to other tourist destinations.
 Recreational/Outdoor Activities: boating, fishing, surfing, swimming, sunbathing,
kayaking, golf, cycling and running.
 Small town charm. People helping one another.
 Cultural Character: Atlantic Center for the Arts, Artists’ Workshop, Little
Theatre, Arts on Douglas, Harris House.
 Separate entertainment district.
 Proximity to I-95 and I-4.
 Updated public Sports Complex.
 Safe, relaxed environment relatively free of crime and unseemly elements.
 Accessible public and private education system, both K-12 and higher ed.
 Availability of land for future development (private and public).
 Highly rated tourist destination.
 Shift in municipality’s outlook towards new development with new management
and new commission.
 Recognition of the necessity of having a climate that supports existing businesses
and rewards their growth and success year around.
 Qualified City staff.
 Large pool of qualified citizens willing to volunteer.
 Community pride.
 Favorable demographics.
 Large inventory of housing.
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 Growing community hospital.
 Churches.
 Community Redevelopment Agency’s plan from Glatting Jackson to identify
redevelopment goals.
 Availability of overlay zones to promote and attract desirable business growth and
expansion.
Weaknesses
The absence of certain strengths are considered weaknesses. A city’s weaknesses are the
resources and capabilities that are considered a “competitive disadvantage,” and are
internal. These are what detract from our city's value and benefits to residents, businesses
and visitors. These are internal to an organization, and thus must be addressed.
 Reputation for “non-growth” mindset of City Leaders and some residents.
 High business start-up costs and taxes for would be entrepreneurs.
 No planned economic development efforts.
 Concerns about the operations of the Utilities Commission.
 Comprehensive Plan and Land Development Regulations not in sync with each
other.
 Lack of agreement on a business philosophy between residents and city officials.
 Not enough hotel space near historic & tourist areas.
 Lack of restaurants, bars & upscale retail on Canal Street.
 Inadequate signage, including that for way-finding.
 Imbalance of seasonal vs. year round residents.
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 Need for a business driven focus that will bring NSB a closer relationship with its
neighbors but not change the good “assets.”
 Lack of communication between existing Municipal and other government
entities: City, CRA, UC, City Commission, County.
 Outdated and unenforceable ordinances and restrictions.
 No official historic Main Street or historic district designation that will allow
eligibility for grants or other monies.
 No vision or plan and lack of capital to allow expansion of Hospital district.
 Lack of parking in commercial areas.
 Limited public access to inter-coastal waterway (parks, boat ramps, etc.).
 Underdeveloped and inefficient use of water front areas.
 No incentives for expanding existing businesses or bringing in new business.
 Poor communication between City staff and users of City services.
 Lack of first class office space.
 Lack of employment opportunities.
 Lack of resources dedicated to grant writing.
 Barriers and impediments to change.
 Fear of thinking “outside the box.”
 Lack of leadership.
Opportunities:
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The external analysis may provide opportunities for success probability that the
organization has little to no control over. The most successful organizations are ones that
generate the greatest value and sustain it over time.
 Contiguous land available for annexation.
 Expanded tax base leads to lower property taxes for all and improved services.
 Grant funding through Brownfields, ECO, and Historic Districts.
 Support and resources from Volusia County Economic Development Department.
 Partnering with surrounding cities.
 Increase in baby boomer population relocating to warmer climates.
 Desire and commitment to protect historic and natural assets.
Threats
An external environmental threat is a challenge posed by unfavorable trends or
developments that will negatively affect an organization or entity such as a city.
 Voter approval of Amendment 4 in November 2010, requiring an election every
time a change is desired to the Comprehensive Land Use Plan, will effectively
shut down growth and development.
 No state funding for projects.
 Housing prices and tax revenues.
 Lack of financing.
 Business failures; poor overall business climate.
 Lower personal incomes.
 Separation of public and private entities, each pursuing own agenda.
 Competition with surrounding cities, Port Orange, Edgewater (Restoration and
Woodhaven).
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 Overregulation by the state.
 Not enough hotel space to accommodate visitors.
 Lack of restaurants, bars & upscale retail on Canal Street (threat to economic
growth).
 Lack of parking in commercial areas (threat to development).
 No convention hotel (threat to business and tourism).
 No designated “Arts” District.
 Possibility of climate change.
 Hurricanes and other destructive acts of nature, such as red tide and beach
erosion.
 Pollution of waterways.
 Inlet dredging.
 Unfunded state mandates.
Trends
A trend is a relatively constant movement of a variable over a period of time. Trends
can take place over a short or prolonged period of time. For example, the aging of
America is a trend that has been taking place since the early 1900's, when only 13% of
the population was over the age of 65. It is expected that by 2050 the percentage of
Americans over the age of 65 will be 25%.
 Aging population.
o Retiring baby boomers moving to warmer climates.
o Increase in need for medical services and health care as the population
ages.
o Health, wellness and preventative care.
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 Acceptance of technological advancements. Such as social media and electronic
communication.
 Economic turmoil
o Declining state and local population.
o Decrease in consumer spending.
o Lower personal income levels.
 National increase in enrollment at higher learning institutions.
 Increase in bed tax revenues in Volusia County for past year, according to the
Southeast Advertising Authority.
 Green technology and environmental awareness
 Discount retail and prices
 Affordable alcohol
 Parental outsourcing
o Tutoring, test prep & driving schools
Economic Development Plan Mission
To develop and implement a measurable Economic Development plan that molds and
shapes our existing economic framework and responsible growth.
Goals
1. Create and advance the image and culture of the City of New Smyrna Beach
as a place where the private business sector, government and community
come together as a prosperous and special place to do business, live, work,
visit, invest and grow.
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2. Create an Economic Development organization.
3. Create a streamlined, transparent, and customer orientated government
process required to start-up, relocate or expand a business.
4. Support efforts to expand tourism through venues and support systems
creating additional, sustainable economic development activities.
5. Identify geographical areas and compatible businesses & industries that meld
with our vision for New Smyrna Beach (Cluster Analysis).
6. Create a system of support to enhance our economic base and existing
business.
7. Create mechanisms, including incentives and workforce training, to attract
and recruit diverse, responsible business to our community.
8. Assure the conservation of our cultural and natural assets, including the arts
community.
9. Create a plan for annexation of appropriate, contiguous geographical areas.
10. Recognize the airport as a key city asset and embrace aviation for sustainable
economic growth
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Goal 1:
Create and advance the image and culture of the City of New Smyrna Beach as a
place where the private business sector, government and the community come
together as a prosperous and unique place to do business, live, work, visit, invest
and grow.
Rationale: It is necessary to create a comprehensive community culture that is open and
receptive to business development and projects that image of our community to
compatible businesses that are willing to pave the way to appropriate expansion and
growth.
Objective 1.1. Assess the current image of the City, as perceived by visitors/tourists,
business people and political leaders and activists.
Strategy 1.1.A. Meet with the organizations that are key to our tourism, business
and political efforts together with those affected by those organizations; conduct
focus groups on and a survey of the perceived images(s) of New Smyrna Beach.
Strategy 1.1.B. Review the materials, programs, marketing and advertising
currently in place and their effectiveness at promoting the perceived image(s) of
New Smyrna Beach.
Objective 1.2. Determine a core image to be used on a common basis.
Proposed Economic Development Plan for Review - 26 -
Strategy 1.2.A. Analyze the research gathered within the surveys and focus
groups discussed within this plan to understand what effect the current efforts and
images have on the perceived image of the community.
Strategy 1.2.B. Develop a contemporary image for New Smyrna Beach that
conveys to the community, visitors and businesses that the business sector,
government and the community work together to foster and promote business,
life, work, guest, investment and growth environment and experience.
Objective 1.3. Expand the image to be incorporated in the overall promotional and
marketing activities throughout the City, both public and private sectors.
Strategy 1.3.A. Develop a program to encourage public or private entities, both
tourism and non-tourism, to use the core image in their marketing and advertising
efforts.
Strategy 1.2.B. Use common logos and themes as communication tools to direct
inquiries to lead tourism agencies.
Objective 1.4. Develop an image of NSB that promotes a sustainable business
friendly atmosphere that is safe and reliable for investment.
Objective 1.5. Capitalize on our resources, both natural and man made, to ensure
the continued image as a safe and thriving community in which to raise a family,
invest, do business and enjoy the quality of life.
Objective 1.6. Assess and address the existing culture of the city government, its
departments, sub-agencies, advisory boards and other volunteers in order to ensure
attitudes and behaviors that are customer-friendly and deliver service with results
in a timely fashion.
Proposed Economic Development Plan for Review - 27 -
Strategy 1.6.A. Identify the cultural barriers to economic development that exist
within local government and the community. Utilize both existing staff and
private sector in this audit effort.
Strategy1.6 B. Develop and implement a benchmarked plan to change the culture
and remove barriers that impede economic development to one of customer
service and achieving results.
Objective 1.7. Review, amend and update as necessary the governing documents of
the city and its agencies to ensure support for responsible economic development.
Strategy 1.7.A. Begin immediately to review and update the state-required
Comprehensive Land Use Plan. (This must be completed prior to the November
2010.)
Strategy 1.7.B. Appoint a task-force to review the City Charter and make
recommendations for improvements that would increase the efficiency and
effectiveness of government and reflect support of responsible economic
development. (This must be accomplished within the timeframes necessary to
include on the 2010 General Election ballot.)
Strategy 1.7.C. Review and amend the applicable statutes, ordinances and
rules/regulations that authorize and control activities and responsibilities of
government sub-agencies and advisory boards.
Proposed Economic Development Plan for Review - 28 -
Goal 1: Advance Image & Culture Performance Measures
Advance Image & Culture Benchmarks Implementing Agency
Task
1. Assess current image of city 3Q 2010 Economic Development
Department, EDD Advisory
Board
2. Identify core image to be 4Q 2010 Economic Development
used, implement citywide Department, EDD Advisory
Board, CM
2. Promote business friendly 2Q 2010 City Commission, city
city to current and future manager, development
developers, landowners and services, EDD
busisness community
3. Communicate new vision 3Q 2010 City Commission, city
internally, city wide manager, EDD, ED Advisory
Board
4. Review current governing 3Q 2010 ED Advisory Board, P&Z
documents to ensure support Board, City Manager
of responsible economic
development
Proposed Economic Development Plan for Review - 29 -
Goal 2:
Develop a responsible and responsive Economic Development organization to
oversee and implement an approved plan, coordinate activities with volunteers and
work cooperatively with development staff from the county and surrounding
municipalities.
Rationale: Economic Development is most likely to happen when the atmosphere is
decidedly welcoming and actively promoted. An organization, with the specific purpose
of economic development, will be in the best position to market and execute the vision of
the city’s elected and private leadership. The organization can address economic
development outside of the bureaucracy and allow for the creation of a proactive and
goal-oriented atmosphere.
Objective 2.1. Create an economic development organization.
Strategy 2.1.A. Establish an official Economic Development Board constituted of
five volunteers; one appointed by the Mayor and one appointed by each of the
City Commissioners. Appointees do not have to be residents within the current
boundaries of the City, but must reside in an area that is contiguos to the city
boundaries, be actively involved in business or otherwise affiliated with the
economic success of the City.
Strategy 2.1.B. Create a job description for an economic development director,
determine the best method of identifying and hiring an individual to take this
position, and identify sources of funding for the position.
Strategy 2.1.C.(Option A) Fund the Economic Development Director with a city
grant and house within an independent, private organization.
Strategy 2.1.C.(Option B) Hire an Economic Development Director and "house"
within the city, answer to the City Manager
Proposed Economic Development Plan for Review - 30 -
Strategy 2.1.D. Identify city staff to interface with the private sector economic
development effort.
Strategy 2.1.E. Identify volunteers and organizations to support the economic
development efforts (eg. SCORE).
Objective 2.2. Create effective working partnerships between the public and private
sectors.
Strategy 2.2.A. Ensure that private sector and public sector economic
development staff are in regular communication and have a shared understanding
of the goals and actions.
Strategy 2.2.B. Engage in ongoing communication with the Mayor, the City
Commission and the City Manager.
Strategy 2.2.C. Partner with the ongoing County, Edgewater and Daytona-Metro
economic development efforts.
Objective 2.3. Ensure that the community is kept informed of and has opportunities
to be involved in economic development efforts.
Strategy 2.3.A. Prominently display notifications of economic development
efforts, activities and (when appropriate) prospects on the City and Chamber of
Commerce Websites.
Strategy 2.3.B. Provide regular updates to the City Commission and advisory
boards.
Strategy 2.3.C. Provide an ongoing stream of information to local organizations
for sharing with membership, including reproducing in newsletters or placement
on Web Sites.
Proposed Economic Development Plan for Review - 31 -
Strategy 2.3.D. Provide effective staff and volunteers as speakers to local
organizations, clubs and homeowners associations.
Goal 2: Organizational Development Performance Measures
Organizational Development Benchmarks Implementing Agency
Tasks
1. Create an Economic 2Q 2010 City Commission, CM, city
Development Advisory Board Attorney, City Clerk
(EDAB)
2. Determine option to 2Q 2010 EDAB, City commission, CM
fund/house an Economic and City Attorney
Development Director (EDD)
3. Create private/public 4Q 2010 EDD, EDAB
partnership
4. Inform public of economic 2Q 2010 IT, EDAB, CM & EDD
activities
Proposed Economic Development Plan for Review - 32 -
Goal 3:
Create a streamlined, transparent, and user-friendly government process required
to start-up, relocate or expand a business (including a home based business).
Rationale: Entrepreneurs, business people, developers and investors gravitate towards
permitting and licensing systems that are user friendly. Creating a streamlined,
transparent, and user friendly permitting and licensing process will promote the startup of
new businesses, the relocation of existing businesses to our city and the expansion of
existing businesses within our city. If the system in our city is cumbersome and not user
friendly these entities are less likely to pursue local market opportunities, instead
focusing efforts on more user friendly municipalities.
Objective 3.1. Review and identify city policies and procedures currently in place
that are required to start-up, relocate or expand a business.
Strategy 3.1.A. Identify and clarify the different types of processes required. (i.e.
Whether or not it is a Class I or Class II site review or if only Building Dept.
review is necessary or if current zoning requires a variance that must be voted on
by the city council).
Strategy 3.1.B. Identify the policies that each department follows to process each
application. Review procedures that departments follow to communicate their
findings with other departments.
Strategy 3.1.C. Identify policies and/or regulations that restrict the expansion of
existing businesses.
Strategy 3.1.D Identify the necessity of inter-departmental communication within
this process.
Proposed Economic Development Plan for Review - 33 -
Strategy 3.1.E. Conduct workshops with existing business groups and city
representatives to problem-solve such policies.
Objective 3.2. Identify & amend policies and procedures that impede and/or
duplicate the permitting process.
Strategy 3.2.A. Review the applications that have been processed within the
previous 6-12 months.
Strategy 3.2.B. Identify the most common plan review comments created during
the plan review process.
Strategy 3.2.C. Connect the most common plan review comments to the Land
Development Regulations and identify whether the information required by the
LDR is easily and readily accessible and the instructions are easy to follow.
Strategy 3.2.D Create a time-line of the applications processed over the previous
6-12 months to identify areas where the process stagnates.
Objective 3.3. Recommend changes to current policies and procedures required to
start-up, relocate or expand a business, identify new policies and procedures to
streamline the process, implement in order to create an open and transparent
permitting process.
Strategy 3.3.A. Eliminate any processes that may duplicate department
procedures.
Strategy 3.3.B. Create a set of application documents that reference the Land
Development Regulations for specific sections that pertain to the process.
Strategy 3.3.C. Create a flow chart system that assists the applicant in following
the plan review and application process.
Proposed Economic Development Plan for Review - 34 -
Strategy 3.3.D. Create specific requirements for inter-departmental
communication to expedite the application and eliminate those that impede the
process.
Strategy 3.3.E. Implement a computerized tracking system that can locate an
application within the plan review process (i.e. within what department is the
application located at a given time).
Strategy 3.3.F. Identify specific personnel tasked with communicating to the
applicant regarding the progress of the application.
Strategy 3.3.G. Implement an on-line “Smart Plan” application process that may
be observed and monitored by the applicant so that they may react in a timely
manner to changes or alterations needed in the site/building plan.
Strategy 3.3.H. Evaluate the efficiency of the PRC (Plan Review Committee),
considering elimination, allowing each application to proceed directly to each
department head for comments or questions. These comments or questions will be
in turn delivered back to the applicant for revisions and resubmission for permit.
This will eliminate the time incurred by the deadline for submission and the wait
for monthly meetings.
Strategy 3.3.I. Develop flexibility in the implementation and collection of impact
fees.
Strategy 3.5.D. Develop an expedient timeline for the permitting process.
Proposed Economic Development Plan for Review - 35 -
Goal 3: Streamline Processes Performance Measures
Streamline Processes Tasks Benchmarks Implementing Agency
1. Review current policies and 2Q 2010 CM, development services
procedures in place for
business assistance
(expansion, relocation, start-
up)
2. Amend policies and/or 3Q 2010 EDAB, CM, development
procedures that impede services, EDD
business assistance and
permitting process.
3. Create an open and 2Q 2011 EDD, EDAB, CM,
transparent permitting process, Development Services
utilizing technological
advancements
Proposed Economic Development Plan for Review - 36 -
Goal 4:
Support efforts to expand tourism through venues and support systems
Rationale: Tourism has been the cornerstone of the local economy since the early 1900's.
Our 13 miles of beaches, intercoastal waterway, mosquito lagoon and sub-tropical
climate will continue to attract tourists from across the globe. Florida will host an
estimated 90 million visitors in 2010 accounting for 1.3 million jobs and $3.7 billion in
tourism/recreation tax.
Specific to the local economy, our 13 miles of beaches serve as an economic engine
by attracting in-state and out-of-state tourists whose spending creates employment and
income for local residents. "Impacts of tourism spans beyond the immediate area of the
beach because not all beach-going tourists stay on the beachside. Furthermore, businesses
in the local community are supplied by businesses in nearby metropolitan areas. Retirees,
many of whom declare Florida as their state of residence, are also attracted to Florida’s
beaches. These residents contribute to Florida’s economy because their spending is based
on retirement incomes that have been accumulated out-of-state" (Murley, Alpert, Stronge,
Dow, 2005).
Objective 4.1. Stimulate the private development of short-term hotel
accommodation space as well as convention services and facilities.
Strategy 4.1.A. Identify geographic areas for the development of hotel
accommodations and convention facilities.
Proposed Economic Development Plan for Review - 37 -
Strategy 4.1.B. Contact current land owners, realtor and brokers to determine
property and land values.
Strategy 4.1.C. Communicate with private developers, using available resources.
Objective 4.2. Improve the visitors experience to encourage investment in other
areas of our economy through a program of “Hospitality Training” available to
local businesses, which includes exposure to other segments of our local economy.
Strategy 4.2.A. Partner with the South East Volusia Advertising Agency, the
South East Volusia Chamber of Commerce, Merchants on Flagler, Canal Street
Merchants, Florida Restaurant Association and related agencies to create a
hospitality training program.
Strategy 4.2.B. Identify businesses and organizations that would benefit from the
hospitality training program and host educational seminars to stimulate interest in
other segments of our economy.
Objective 4.3. Develop a profile to measure the economic impact of tourism
annually and make this information available for all business entities for their usage
in planning and development.
Strategy 4.3.A. Partner with the Volusia County Economic Development
Department and the South East Volusia Advertising Agency to determine how
tourism is measured on a local level.
Strategy 4.3.B. Implement a system to consistently measure the impact of tourism
and communicate this to the existing and perspective business community.
Proposed Economic Development Plan for Review - 38 -
Objective 4.4. Develop a system to codify reoccurring visitors and their possible
conversion to a resident or business owner.
Strategy 4.4.A. Work with local businesses and organizations to create a database
of visitors coming to the area.
Strategy 4.4.B. Using database management techniques, communicate to visitors
about upcoming events, to stimulate repeat visits.
Objective 4.5. Expand existing and develop new events, which are compatible with
the vision and mission of the City.
Strategy 4.5.A. Codify events that have recur annually, biannually or monthly.
Strategy 4.5.B. With the use of focus groups, benchmarking similar cities and
communicating with members from different sectors of the business community,
develop a list of new events that would complement our vision and mission for
the city.
Proposed Economic Development Plan for Review - 39 -
Goal 4: Expansion of Tourism Performance Measures
Expansion of Tourism Tasks Benchmarks Implementing Agency
1. Stimulate the development 4Q 2010 EDD, EDAB, CM and CRA
of hotel and convention
facilities
2. Create a hospitality training 4Q 2010 EDD, EDAB, SEVCC,
program SEVAA
3. Implement a hospitality 1Q 2011 EDD, EDAB, SEVCC,
training program SEVAA
4. Measure and communicate 1Q 2011 EDD
economic impact of tourism
on the local economy
5. Create database of tourists 2Q 2011 EDD
6. Develop a list/calendar of 4Q 2010 EDD
existing events
7. Create a list of potential 4Q 2010 EDD
(new) events
Proposed Economic Development Plan for Review - 40 -
Goal 5:
Identify geographical areas and compatible businesses/industries that are consistent
with our vision for New Smyrna Beach (cluster analysis).
Rationale: By identifying specific geographical areas for development, entering and
relocating businesses will have guidance from a related business community about areas
appropriate specific for growth within their industry.
Objective 5.1 Classify and characterize areas based on Infrastructure,
transportation links, geography, infill capability, sustainability and smart growth
precepts.
Strategy 5.1.A. Evaluate zoning maps and future land use maps to determine
what is currently allowable near major arterial roads and transportation systems.
Strategy 5.1.B. Work with the Utilities Commission to assess current
infrastructure to determine extent, locations and services provided.
Strategy 5.1.C. Determine prospective locations as to infill or Greenfield
development
Strategy 5.1.D. Provide a prioritized list of sites that are developable based the
projected needs for those sites and contact the landowners, expressing interest in
assisting in the development process
Strategy 5.1.E. Codify existing and potential commercial areas (cluster analysis)
 Airport area – Area includes Aviation related industries (i.e. flight schools,
aircraft maintenance & repair, aircraft storage, etc.), possible hospitality,
Proposed Economic Development Plan for Review - 41 -
commercial marine, ecotourism, arts and art tourism. Target area as a possible
location for free trade sub-zone.
 U.S.1 corridor – Area has Tourism (U.S.1 motels), Commercial, and is
bordered by some residential multi-family.
 Railroad District – Currently used for Railroad, zoned industrial
 Highway 44 – Currently commercial, retail, residential, agricultural, planned
communities
 Washington Street-Business incubator, retail, services
 3rd Avenue area – Commercial, Retail, Tourism
 N. Causeway Area – Business Professional, Restaurant, Possible future
hospitality, Single and Multi Residential.
 Flagler Avenue – Tourism, Retail, Restaurant, Hospitality.
 Hospital District – Medical, commercial, residential
 Canal Street-Retail, restaurant, professional services, mixed-use including
residential
Objective 5.2. Develop a list of targeted industries or specific business classifications
that would be appropriate for the aforementioned areas.
Strategy 5.2.A. Survey existing businesses and the industrial community to create
a cluster analysis of business classifications that would serve as the initial target
list for recruitment.
Strategy 5.2.B. Prioritize targeted list, based on current economic factors,
availability of desired resources, workforce and incentives. Work with the Volusia
County Economic Development Department on direct mailers and lists for
recruitment.
Strategy 5.2.C. Codify incentives that are available to expanding businesses or
prospective businesses.
Proposed Economic Development Plan for Review - 42 -
Objective 5.3. Revitalize Downtown and Canal Street building upon architectural
and historical resources to attract residential and business development.
Strategy 5.3.A. Develop Pedestrian Bike connection to River
Strategy 5.3.B. Enhance public and green spaces including the construction of an
amphitheater or band shell at Riverfront Park or Old Fort Park
Strategy 5.3.C. Program additional cultural and entertainment events
Strategy 5.3.D. Create a Parking Solution allowing for multi-use for business,
residential and event use. Parking Solution will provide connectivity to and
within proposed Medical district.
Strategy 5.3.E. Identify buildings for renovation/redevelopment and/or vacant
land with the goal of highest and best use. Contact private developers with
incentives.
Strategy 5.3.F. Review Glatting Jackson study for recommendations pertaining to
downtown revitalization.
Objective 5.4. Identify demand for products and services not currently available
locally and determine whether a local business could be expanded or otherwise
redirected to meet that demand.
Strategy 5.4.A. Survey consumers and existing businesses to determine needs,
wants and desires.
Proposed Economic Development Plan for Review - 43 -
Strategy 5.4.B. Visit similar cities to identifying potential business for expansion
within our community.
Objective 5.5. Expand the Health Care District to make the best use of existing
assets, evaluate infrastructure and facilities for the future, identify and recruit new
sources of service and merge all into a Comprehensive Health Care Plan for the
community.
Strategy 5.5.A. Launch a Comprehensive Health Care Committee (CHCC) of
health care professionals, businesspeople and city officials whose function is to
establish needs, current resources and form a plan in accord with BFMC’s future
and the CRA’s study recommendation.
Strategy 5.5.B. Include in the CHCC work plan the methods and resources for
creating incentives for healthcare providers, recruiting services needed in the area,
expanding existing Patient Care Education Programs and assisting with
construction of new facilities and infrastructure, as needed.
Objective 5.6. Enhance usable industrial space and/or redeploy obsolete industrial
space for more productive uses.
Strategy 5.6.A. Identify and inventory all privately and publicly owned vacant
industrial space.
Strategy 5.6.B. Promote retention and development of light manufacturing
businesses, through survey and visitation by City staff.
Strategy 5.6.C. Promote city’s transportation (road, rail and air), distribution and
logistics capabilities for prospective companies.
Proposed Economic Development Plan for Review - 44 -
Objective 5.7. Attract additional retail business and promote the growth of existing
retail businesses.
Strategy 5.7.A. Identify businesses compatible with the proposed development
area. Consider the utilization of a firm that specializes Customer Analytics, retail
site matching and recruitment such as Buxton (www.buxtonco.com). See relate
case studies located at http://www.buxtonco.com/case_studies.asp
Strategy 5.7.B. Determine incentives for the proposed project and develop an
incentive plan to attract and retain retail businesses in select development area.
Strategy 5.7.C. Advertise and implement incentives.
Objective 5.8. Develop public land along city's riverfront and stimulate private
development within targeted sites along riverfront area.
Strategy 5.8.A. Through community meetings and consultation with similar
waterfront cities, develop a Riverfront Master Plan, from the south causeway to
the inlet. Determine the costs and potential funding opportunities for the
Riverfront Master Plan.
Strategy 5.8.B. Identify all the vacant riverfront property (public and private) for
commercial development. Contact potential developers for interest in riverfront
development opportunities.
Strategy 5.8.C. Determine the zoning, permitting, land development codes and
potential economic incentives for each of the properties identified.
Proposed Economic Development Plan for Review - 45 -
Strategy 5.8.D. Move forward with grants for seawall repair, riverfront dockage
and mooring field development.
Goal 5: Geographical & Cluster Analysis Performance Measures
Geographical & cluster Benchmarks Implementing Agency
analysis Tasks
1. Classify and characterize 4Q 2010 EDD
areas for growth/infill etc.
2. Develop a list of cluster 1Q 2011 EDD
industries and companies to
target
3. Downtown revitalization 2Q 2011 EDD, CRA
plan
4. Survey/visit existing 2Q 2011/annually EDD, SEVCC
businesses determine unmet
community needs
5. Create Comprehensive 2Q 2011 EDD, Bert Fish
Health Care Plan
6. Identify & market vacant 2Q 2011 EDD
and underutilized industrial
space
7. Codify and market 3Q 2010 EDD, CRA, CM, City
incentives for business Commission
expansion and start-up
8. Create Waterfront master 4Q 2010 EDD
plan
9. Market vacant riverfront 3Q 2010 CM, CRA
property
Proposed Economic Development Plan for Review - 46 -
Goal 6:
Create a system of support to enhance our economic base and existing business.
Rationale: Local Businesses are key contributors to the local economy and tax base.
Cumulatively, they employ the greatest number of workers, and generate most new jobs
and capital investments in an area. Business retention and expansion (BRE) efforts to
support existing businesses are, therefore, the foundation of effective economic
development. Businesses will overcome obstacles and remain in New Smyrna Beach
provided that their issues are identified and addressed. It is crucial to keep in
communication with the business community. Visitation and call programs provide such
information and insights, establish relationships with businesses, and offer businesses
information on how the City can assist them. Furthermore, visitation and call programs
identify at-risk companies, or those that are considering closing or relocating. Visits
typically occur at the firm’s local headquarters or branch office, and periodically at city
hall.
This type of program has proven successful in the cities of Port Orange and South
Daytona. A core team comprised of the City, the Chamber and Workforce Development
visit businesses and conduct surveys to gain insight on their needs and possible growth
opportunities within their "niche" of business.
Objective 6.1. Identify and publicize existing support and services available to
business.
Strategy 6.1.A. Review all programs in place and identify any need for additional
services to support business.
Strategy 6.1.B. Develop a plan of informing the community of support available
using print, electronic media, and other forms of mass communication.
Objective 6.2. Identify and publicize the availability of loans, grants and additional
funds for the business community.
Proposed Economic Development Plan for Review - 47 -
Strategy 6.2.A. Identify and attempt to build a coalition of banks, lending
institutes and private lenders favorable to making business loans locally.
Strategy 6.2.B. Encourage local investors and venture capitalists to invest in NSB
businesses with favorable rates.
Strategy 6.2.C Publicize entities, information and guidelines for existing grants
and funds available through government.
Objective 6.3. Develop and Implement a call and visitation program partnered
between public and private parties to identify businesses make contacts and respond
to feedback.
Strategy 6.3.A. Create and maintain a business registry and comprehensive data
base that will be retained and updated at least annually.
Strategy 6.3.B. Develop a systematic business visitation and call program to
identify business needs.
Strategy 6.3.C Establish an annual business survey to help identify sector, size
and location of firms; and track data over time.
Proposed Economic Development Plan for Review - 48 -
Goal 6: Business Retention and Expansion Performance Measures
Business Retention and Benchmarks Implementing Agency
Expansion Tasks
1. Identify and publicize 4Q 2010 EDD, CRA, Development
existing support services services
available to businesses
2. Identify access to financial 4Q 2010 EDD, CRA, Development
assistance (loans, grants etc.) services
for businesses
3. Complete a business 4Q 2010 EDD
registry and database
4. Create a city/chamber 1Q 2011 EDD & SEV Chamber
systematic call and visitation
plan
Proposed Economic Development Plan for Review - 49 -
Goal 7
Create mechanisms, including incentives and workforce training, to attract and
recruit diverse, innovation, responsible business to our community.
Rationale: Communities throughout the nation are competing for sustainable private
sector growth that offers high paying jobs without contaminating the environment. In
order to be competitive, this Economic Development Plan must recognize and put into
place the “magnets” that would draw business to our community, help them start up and
help them stay prosperous. Furthermore, innovation is a core principal of growth.
Entrepreneurs and technology firms as innovators have the potential to make
contributions to the local economy, including the generation of new, high-paying jobs.
Objective 7.1. Identify and develop a plan to actively recruit business and industry
compatible with the Economic Development Plan.
Strategy 7.1.A. Extensively research successful economic recruitment/expansion
efforts from similar communities for best practices in order to ensure the greatest
chance of short term, medium term and long- term results.
Strategy 7.1.B. Evaluate the local condition and availability of those elements
generally recognized as attractors to companies considering relocating and
prepare to provide substantial information, including comparisons with other
areas of the state and country. (Such elements include quality of life issues:
lifestyle, entertainment, affordable housing, quality of education, healthcare,
climate, crime; business issues: available markets, transportation, ready
workforce, ease and cost of start-up, taxes, local regulations, etc.)
Strategy 7.1.C. As previously mentioned, implement incentives that have been
proven attractive to targeted industries.
Proposed Economic Development Plan for Review - 50 -
Strategy 7.1.D. Develop and implement a Fast Track Process to expedite the
relocation and/or start-up of the most desirable qualifying target businesses.
Strategy 7.1.E. Develop a content-rich web site, linked to the SEV Chamber site,
City of New Smyrna Beach site and other natural partnership web sites, that gives
full information on the community, targeted businesses, government cooperation,
processes and procedures, incentives for qualifying business, etc.
Strategies 7.1.F. Identify and contact individuals within our area who have access
to decision makers within targeted existing businesses and industries and seek
their involvement and assistance.
Strategy 7.1.G. Identify and evaluate the state and federal economic development
incentives available. Some of these may include Enterprise zones, Foreign Trade
Zones, Qualified Industry Tax Refunds, High Impact Performance Grants,
Qualified Defense Contractor Tax Refunds, Capital Investment Tax Credits and
Road Infrastructure Incentives.
Strategy 7.1.H. Indentify available resources to advertise in targeted trade
magazines and otherwise promote the lifestyle of our city and surrounding areas
in support of economic development.
Objective 7.2. Carefully review sites designated for economic development efforts
as to changes and improvements that may be required for the targeted usage of the
properties.
Strategy 7.2.A. Assess compatibility with the Comprehensive Land Use Plan and
Zoning Laws. Revise as necessary.
Strategy 7.2.B. Identify areas as within the designated sites that need
environmental clean-up, become knowledgeable about restoration processes and
Proposed Economic Development Plan for Review - 51 -
available outside state and Federal funding, and proceed with clean-up, as
possible.
Strategy 7.2.C. Assess potential infrastructure needs and have city agencies
prepared with recommendations, plans, and appropriate advance improvements
where possible.
Strategy 7.2.D. Pre-permit sites for sale or lease where feasible.
Objective 7.3. Develop high impact partnerships and cooperative agreements with
public and private sector organizations and agencies (e.g. Cities of Edgewater, Port
Orange, Volusia County Economic Development Council, Daytona-Metro
Development Project, Stetson, BCC, ERAU, DSC, etc.) that are actively engaged in
area economic development or have a significant impact on the success of economic
development (e.g. Utilities Commission, Advertising Authority, Tourist and
Convention Bureau, etc.)
Objective 7.4. Develop and/or strengthen communication, partnerships and
cooperative agreements with local public schools, higher education and workforce
development agencies to help ensure a ready employee pool and a supportive
community.
Strategy 7.4.A. Indentify and evaluate current workforce and technical training
opportunities within local educational institutions and agencies.
Strategy 7.4.B. Work in partnership with existing programs to strengthen those
ongoing programs, which support the necessary workforce for the economic
development targets.
Strategy 7.4.C. Through existing agencies and institutions, develop a “Quick
Response” training process whereby targeted businesses and industries whose
workforce needs cannot met by existing training opportunities or current
Proposed Economic Development Plan for Review - 52 -
workforce availability (for example, a large number of specially trained
employees needed for start-up).
Goal 7: Business Recruitment Incentives Performance Measures
Business Recruitment Benchmarks Implementing Agency
Incentive Tasks
1. Identify best practices for 4Q 2010 EDD
business recruitment
2. Codify incentives for 4Q 2010 EDD, CRA
business start-up or relocation
to the area
3. Add content rich 4Q 2010 EDD, IT
information to the Economic
Development section on the
city's web site, (link for SEV
Chamber)
4. Contact influencers within 4Q 2010 EDD, EDAB, City
the community Commission
5. Identify all funding and 4Q 2010 EDD, Development services,
grant opportunities available CM, Volusia County
Economic Development
Department
6. Identify sites that meet 1Q 2011 EDD
economic development goals
that need improvements
7. Work with UC on 4Q 2010 EDD, Utilities Commission
infrastructure assessment
8. Develop high impact 3Q 2010 EDD, CM, City Commission,
partnerships for innovative CRA
growth
9. Strengthen relationship with 1Q 2011 EDD
workforce training, local
colleges and universities
Proposed Economic Development Plan for Review - 53 -
Goal 8:
Assure the conservation and enhancement of our cultural and natural assets,
including the arts community.
Rationale: The beauty and recreational aspects of our natural environment along with
our arts community and other cultural assets provide our community with a unique
character. Using these assets to help draw in and inspire economic growth while
ensuring their protection is to our advantage. The art community provides direct
economic benefits through jobs, investments, tax revenues, and stimulates the local
economy through tourism, events and consumer purchases. The art community also
provides other benefits, such as assisting the construction industry with creative insight
and providing volunteer opportunities for the elderly population while introducing
children to classes and instruction. Arts and cultural events enhance the quality of life,
and are an important complement to our charming community.
Objective 8.1. Strengthen community organizations and government entities
dedicated to preserving, protecting and enhancing our assets.
Strategy 8.1.A. Identify all entities with a natural and vested interest in
conserving our natural and cultural assets.
Strategy 8.1.C. Develop educational opportunities to enhance community
understanding of the value of our natural and cultural assets utilizing a variety of
means, including “open house” tours.
Objective 8.2. Identify additional resources for community assets preservation and
enhancement efforts.
Proposed Economic Development Plan for Review - 54 -
Strategy 8.2.A. Identify sources of fees or revenues that could be dedicated to the
support of needed natural and cultural resources projects.
Strategy 8.2.B. Identify local, state and federal grants available for natural and
cultural resource conservation.
Objective 8.3. Improve access and signage directing residents and tourists to our
cultural attractions.
Strategy 8.3.A. Work with government and marketing entities to develop signs on
directing residents and visitors to our major attractions.
Strategy 8.3.B. Establish a natural and cultural resources gateway center
specializing in all the opportunities for engagement in activities, events and
attractions in the area.
Strategy 8.3.C. Complete a macro plan for enhanced traffic flow systems
directing visitors and residents to our assets including public access systems that
encourage visitors and residents to engage in asset related activities (bike trails to
parks, kayak trails, water tour and sport fishing business, time coordinated public
tour and transportation systems, parking facilities and signage identifying access
points to our assets.
Objective 8.4. Establish a natural resources based business incubator at the
Mosquito Lagoon Marine Enhancement Center (FWC facility at old HS site).
Strategy 8.4.A. Work with City, County, federal and state marine natural
resources organizations, university and research and development businesses to
develop a plan incorporating university and government marine research and joint
business entrepreneurial ventures in the community using the Mosquito Lagoon
Marine Enhancement Center as the magnet facility.
Proposed Economic Development Plan for Review - 55 -
Strategy 8.4.B. Develop a plan to identify and recruit compatible businesses and
industries.
Objective 8.5. Enhance the art community, continuing to attract globally
recognized artists and create programs to meet industry needs and stimulate
business development.
Strategy 8.5.A: Create an Art Overlay district encompassing Canal Street, Flagler
Avenue and Art Center Rd. This overlay is considered a cottage industry.
Strategy 8.5.B: Work with the art community including the Atlantic Center for the
Arts, SEVAA, Harris House, Arts on Douglas, Canal Street Merchants, and Marc
Montesson to ensure the success of existing events while planning for expansion.
Strategy 8.5.C: Assist in the support of events through marketing funds,
permitting, city resources and supplies.
Objective 8.8 Evaluate the viability of a small amphitheater, band shell and/or stage
for ongoing performances along our beautiful waterfront.
Strategy 8.8.A: Identify locations for a small amphitheater, band shell and/or
stage on the waterfront.
Strategy 8.8.B: Determine if the proposed locations fit within the community
redevelopment area. Determine the costs of construction and maintenance.
Identify potential funding opportunities.
Objective 8.9. Advance the partnership between the city and arts/entertainment
community to fully inform the public to the vast diversity of cultural events in NSB
and contribute to their expansion and growth.
Proposed Economic Development Plan for Review - 56 -
Strategy 8.9.A. Organize CRA marketing funds to assist the promotion of existing
and expanded art shows, music venues, street festivals, celebrations and events
that bring visitors to our community.
Strategy 8.9.B. Assist in the support of events through reasonable permits and
fees, use of city equipment, ease of street closures for events, and other measures
to insure success.
Goal 8: Culture, Arts and Natural Resource Performance Measures
Culture, Arts and Natural Benchmarks Implementing Agency
Resource Tasks
1. Identify local entities and 1Q 2011 EDD
organization dedicated to
natural resource conservation
2. Identify potential resources 1Q 2011 EDD
for asset preservation
3. Improve signage 2Q 2011 EDD, CRA, Public Works
4. Establish business incubator 4Q 2011 EDD, FWC, CM
at old high school site
5. Create art overlay district 2Q 2010 EDD, Development services,
Planning & Zoning
6. Evaluate viability and 2Q 2011 EDD, CRA
interest in small amphitheater,
band shell at riverfront park
7. Determine funding for 2Q 2011 EDD, CRA
cultural and art related events
Proposed Economic Development Plan for Review - 57 -
Goal 9:
Create a plan for annexation of those geographical areas that are contiguous with or
enclosed by current city boundaries in order to raise the tax base and provide a
logical, contiguous land mass that is our City.
Rationale: Annexation offers significant benefits, including increased levels of essential
services to residents, a more diverse and larger tax base, and coordination and
consolidation of local area resources and services, including those for economic
development. Annexation increases a city's size and population, and in some instances
raises its level of political influence, prestige, and ability to attract desirable commercial
and industrial development as well as employment opportunities. Annexation often
increases the city's ability to attract grant funding.
Objective 9.1. Identify land for future annexation.
Strategy 9.1.A. The city will work through the planning department to identify
"enclaves" for annexation. The city may annex small enclaves of ten acres or less
through an interlocal agreement with Volusia County. (Enclaves are areas of
unincorporated property that are completely surrounded by the city). If the County
and City agree that it is in the best interest of the governmental agencies and the
affected owners, they may elect to participate in an interlocal agreement to
incorporate the property into the city.
Strategy 9.1.B. Identify city boundaries that would be appropriate based on the
state rules for annexation as they apply to our city: the property must be
contiguous, it must be "reasonably compact" and the property must also make
sense in terms of the services we must provide as a resident.
Objective 9.2. Work with the utilities commission to determine financial impact of
annexation and infrastructure needs.
Proposed Economic Development Plan for Review - 58 -
Strategy 9.2.A. The existence of quality infrastructure throughout and surrounding
the City is important to ensuring a healthy environment and vigorous economy.
The City will team with UC and sister cities to inventory the current infrastructure
and identify needs.
Strategy 9.2.B. With the assistance of the utilities commission, create a plan to
develop necessary infrastructure to enable and ensure high quality private
development.
Strategy 9.2.C. Meet with police and fire and public works to determine service
requirements for additional area and population
Objective 9.3. Work with county council and county manager as partners in annexation
of unincorporated property.
Objective 9.4. Communicate benefits of annexation to affected property owners.
Objective 9.5. Annexation by referendum if affected property owners want to be annexed
into the city.
Goal 9: Annexation Performance Measures
Annexation Tasks Benchmarks Implementing Agency
1. Identify land for future 3Q 2010 Development services
annexation
2. Identify "ideal" city 3Q 2010 Development services, city
boundaries commission, county council
3. Inventory infrastructure 3Q 2010 Development services, UC,
needs and demands Police and Fire
4. Work with county council 3Q 2010 CM, city commission, county
on annexation initiatives council, city attorney
5. Implement annexation 2Q 2011 City commission, CM, city
initiatives attorney, city clerk
Proposed Economic Development Plan for Review - 59 -
Goal 10
Recognize the airport as a key city asset and embrace general aviation for
sustainable economic growth.
Rational
The economic impact of the airport is a measure of the benefits it provides to our
community. These benefits include the jobs, wages, expenditures and training that takes
place at the airport. They also include the effects of these expenditures in moving from
the airport and through the community, enhancing overall economic activity. Finally,
economic benefits also include the intangible effect the airport has on business and
personal decisions such as relocation. Relocation decisions may be based on airport
availability and are intangible and difficult to quantify. The New Smyrna Beach airport
is a general aviation contributor to our city, providing a fixed-based operation, former
charter service, fuel supply, aircraft maintenance and refurbishment, recreational flying
and flight-training. The airport is a city asset and contributes tax dollars and will
continue to be a sustainable revenue source.
Objective 10.1 Identify pros and cons of hiring an onsite, full-time airport manager
for operations and business development.
Strategy 10.4A: Contact ERAU for expert advice on airport management.
Strategy 10.4.B: Identify similar size airports that have dedicated managers to
determine the advantages and disadvantages to onsite management.
Objective 10.2 Create best practices for airport operations and aviation expansion
Strategy 10.2.A. Employ a benchmarking and best practices system with similar
size airports throughout the country (eg. Winter Haven, Sebring, Lakeland, and
Ormond Beach).
Proposed Economic Development Plan for Review - 60 -
Strategy 10.2.B Determine economic incentives specifically related to aviation
and evaluate their effectiveness for implementation within the airport district to
foster economic gardening of existing aviation businesses as well as attracting
new aviation firms.
Objective 10.3 Partner with private developers to stimulate development to meet
growing aviation tenant needs at airport
Strategy 10.2.A: Support plan to develop new hangar space
Strategy 10.2.B: Partner with private developers for additional airport
development
Objective 10.4 Develop and Implement an Aviation Industry Targeting Plan
Strategy 10.4.A: Identify agencies and schools (including Volusia Economic
Development Department, Florida Aviation Trades Association, North Florida
Business Aviation Association, FONSBA, ERAU and Epic Aviation) to promote
New Smyrna Beach City resources to businesses in the aviation/aerospace cluster
and direct specific resources to those industries and businesses.
Strategy 10.4.B: Identify aviation businesses to target for relocation to out city.
Develop direct mailer with the aid of the Volusia Economic Development
Department and begin marketing campaign.
Strategy 10.3.C Contact ERAU for expert advice on the economic growth as it
relates to aviation.
Objective 10.5 Identify cost benefits of a fixed based operation with fueling
Proposed Economic Development Plan for Review - 61 -
Strategy 10.5.A: Contact ERAU for expert advice on fixed base operations.
Strategy 10.5.B: Identify similar size airports that have fixed base
operations/fueling to determine the advantages and disadvantages for our airport.
Goal 10: Airport Growth & Expansion Performance Measures
Airport Growth & Benchmarks Implementing Agency
Expansion Tasks
1. Evaluate and take action on 4Q 2010 CM
full time airport manager
2. Create best practices for 2Q 2011 Airport manager
airport operations
3. Partner with private 2Q 2011 Airport manager
developers for growth at
airport
4. Develop and implement 2Q 2011 Airport manager
airport industry targeting plan
5. Evaluate the benefits of 3Q 2011 Airport manager
fixed based operations